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MPC_Dean, Derrick Michael (Part 1 of 2)

Creating, Marketing and Distributing a Short and Original Film (Part 1 of 2)

Masters of Professional Communication
2013
Creating, Marketing and Distributing a Short and Original Film.
A Masters Student Project
By Derrick Michael Dean
Weber State University 1
Derrick Dean Project | Weber State University | Masters of Professional Communication
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Creating, Marketing and
Distributing a Short and
Original Film
Derrick Dean
Student Project
Weber State University
Masters of Professional Communication
CONTENTS
 Introduction………………………………………………………………………………..2
 Creating a film project…………………………………………………………………….3
 Marketing film…………………………………………………………………………….4
 Distributing film…………………………………………………………………………...6
 Focus Group data and results……………………………………………………………...9
 Conclusion……………………………………………………………………………….10
 Appendix…………………………………………………………………………………11
 Bibliography……………………………………………………………………………..38
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Creating, Marketing and
Distributing a Short and
Original Film
Derrick Dean
Student Project
Weber State University
Masters of Professional Communication
Introduction
Creating, marketing, and distributing a short film requires leadership, skill and determination. The qualifications and level of expertise to put this plan into motion consisted of the application of tools learned in the Master of Professional Communication program combined with film-making experience and talent. Interviewing skills learned in the program helped to create a realistic interview for news scenes in the film and provided realistic interview questions and dialogue for the film’s characters. Other tools helped to improve filming methods, the use of film equipment, software and editing processes. Establishing an intended audience by focusing on demographics like age and gender can play and have played a major contributing factor in the marketing process of the film by narrowing the target audience, which according to Geidner, Flock and Bell, (2007) can lead to a larger potential viewing audience.
MPC marketing skills have been used to promote the project and video through social networking. These tools have helped to make the project a financial success. Through advertising on various social networks, the project has reached more people and has increased in potential audience quantity. Team building experiences gained from the program were useful in helping to develop a creative production team, manage them properly, and apply these learned tools to serve as the crew’s leader and director. Organizational leadership helped build a knowledge basis that aided to market the film using original brands like Smuffking Productions. Having a brand name attached to the project gave the film more production value, which helped acquire higher quality talent. Writing skills were employed to help create and implement surveys, quantify results and develop materials such as contracts, scripts and plan details.
The final product includes a 20-minute video and focus-group research formed to more effectively market, screen and digitally distribute the film. The movie has been marketed and announced through social media, newspapers, word of mouth, poster distribution and the film’s website. While essential planning, countless hours and extreme detail have been essential in this process, it is leadership and teamwork that have had the deepest impact on the success of the project.
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Creating a film project
The film project had three primary stages: pre-production, production and post-production. These three stages are vital in the success of a film and required thorough planning, preparation and ingenuity in order to be successful. The story was first written as an article for the comedic website, Funnyordie.com,1 a site where individuals can post stories, pictures and videos that are publically rated as either funny or not funny, (“funny” or “die”). The story maintained a “95% funny” status with 404 views and was then adapted into a short screenplay2. The goal of the film was to have a short and enjoyable comedy which would provide a few good laughs and have a unique moral. “If you make a film that pleases you, and you make it well, then you will please the audience too, or at least part of the audience. But I think it's a mistake to try to guess what the audience will like and try to do that,” (Woody Allen, Tirard, p39).
Assembling the cast and crew was the next step. To ensure a successful production a contractual agreement needed to be created. “No decrease in the commercial use of contracts, and no decrease in the length or complexity of the rather formidable documents that circulate in so many industries” (Rubin, 1990). Designing optimal contracts between film producers, actors and crew is a critical factor affecting film production. Contracts, release forms, actor agreements and addendums were created for the production’s cast and crew3. A special contract was negotiated and created for SAG union actor Gilbert Gottfried who also participated in the picture as voice talent4.
The pre-production stages required planning, writing, casting and putting together a film crew; networking was an essential step during this process. Using social media to network helped to select individuals who were best suited for this project. Networking helped find actors and crew who would donate their talents and time to save on production costs. “The network relationship approach emphasizes that a company can control its internal resources such as technology, money and personnel, but at the same time the company is dependent on external resources controlled by other companies in the network. In this way a company can get access and use resources controlled and owned by other companies, and can market together to advertise a product that can be mutually beneficial” (Kock, 2001).
Scene by scene and frame by frame planning was designed to make the best possible use of each person’s time5 and to maintain a positive and professional working environment. Even the smallest films require budgetary guidelines (Hesmondhalgh, 2007). The budget for the film was $1000. Production costs totaled $6006 and post-production costs were an additional $400. Once the filming for the production had come to a wrap, it became the task to edit the film and
1 http://www.funnyordie.com/articles/441adac4c2/brutal-beecher-bogus-baby-bouncer-busted
2 See Appendix A (Beecher Baby Bouncer Script).
3 See Appendix B (Actor Contractual Agreements).
4 See Appendix C (Gilbert Gottfried Contract).
5 See Appendix D (Cast and Crew Call Sheet).
6 See Appendix E (Picture Budget Detail). 4
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orchestrate the soundtrack. Composer Kevin Mathie was contracted to compose original music for the film with four assistant editors to work on the film’s editing.
Obstacles continued to present themselves throughout the creation of the film; some were easy to overcome while some were a bit more challenging and even quite difficult. The editing process proved to be the most difficult and by far the most time consuming aspect. During the editing process, 23 minutes of additional footage were cut and did not make it into the final film. The editing took several months and began with proper scene placement, (putting each frame where they need to be to accurately portray the story in a realistic continuousness motion). After the visual editing aspects were integrated, sound and voice matching began. This process required matching all of the video content with the audio, matching levels, integrating sound effects, cleaning and removing all unnecessary additional sound. Following the audio editing was the color coding, title sequences and opening animation; all of which took seven months to complete. The MPC program provided editing tools and software, editing training and experience which helped accomplish the goals of this project. Casting the film was the least difficult aspect due to the number of willing actors living in Utah. Using additional networking tools learned from the MPC program in conjunction with existing contacts helped to find the right cast and crew to work on the film. By providing actor and crew credit and a copy of the finished film, everyone who participated in the film worked for free with the exception of the two paid professional actors, Gilbert Gottfried and Randall’s honey badger. Receiving in-kind volunteers helped the creation process run faster and more smoothly.
Marketing the Film
Since the arrival of social media sites such as Facebook and Twitter and internet video sharing sites such as YouTube, the number of low-budget films being produced has increased exponentially. These sites were important in the marketing of this project for they provided a free venue where the film could be marketed and the audience quickly targeted. According to the complete dictionary of television and film (1985), independent films fall into the category of an art-film and are not generally displayed in regular movie theaters but at a variety of public and private screenings, film festivals and online venues, (Chuu, Chang, Zaichkowsky, 2009). Though low budget films typically operate on a lower budget than larger studio films, they can potentially have a big pay-off as well because they tend to have fewer costs and royalties associated with them. “While low budgets can be problematic, the pay-off has generally come from an increased freedom from commercial constraints –one of the ‘freedoms’ of the Free Cinema movement, for example – or from state interference,” (Meadows, 2007).
Having a concrete but simple marketing plan for the film was essential. In defining an intended audience, the film was marketed through social media, blogs, print, and radio to 18-35 year olds and parents with small children. An intended audience was later determined by focus groups who later participated in the project (see: Focus Group data and results, section).
Having a basic intended audience helped to market more effectively since different audience groups react differently; “there is the cruder element of political, or religious, or social partisanship, from which none of us is wholly free (Bradford, Accessed 10/19/12). 5
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A press release was written and emailed to all local newspapers, television and radio stations in Utah7. Facebook and Twitter provided prime advertising locations and helped others connect to the film and receive step by step updates. Weber State University’s Signpost news was the first to report the film8. The screenings were also advertised on Weber State’s radio station, KWCR 88.1 FM.
The film project was intended to be an entertaining and comedic-short film production with fictional and situational humor that mocks pop culture and news events; something similar to a film that would be found on collegehumor.com and the Onion News9, both websites where comedic stories, pictures and short films are posted. The film also includes a “moral to the story” moment that intends to instill child-care caution in the audience and bring awareness to the subject. As a comedy, the film relates to a variety of audiences but specifically focuses on people with small children or infants, such as parents, grandparents and other professionals who work with children in one way or another. According to Copple/Smith (2012), defining potential viewers helps market more effectively and makes the audience an increased commodity which sales to the advertisers and to the viewers.
In David Meerman Scott’s example from his book, “The New Rules of Marketing & PR” he cites an example where producers of an award-winning comedy, The Graduates10 (2009) released the film’s music as a free download to further promote their film. Emulating this marketing principle, this project’s soundtrack was also made available as a free download online11 and featured original songs performed by Eyes, Lips, Eyes12 and professional singer and actress, Ginger Bess Simons.
Constructing an intended audience through planned tactics and strategies can increase the potential success of any film. These tactics and strategies include much of the film’s humor and plot which was directed more toward males, 18-35 years old but also extend at a lower percentage to females in the same age demographic (35% female and 65% male). “Discursive construction of an audience as ‘affluencers’ centers around the strategy of featuring prototypic affluencers in programming, a tactic reinforced through cross-promotion efforts, defining the audience as a commodity and in turn selling to the advertisers and viewers, (Copple Smith 2012).
The film was marketed on Facebook13 and its personal website14. Principal marketing included updates for the film, production photos and upcoming screening events. The sites contained players to rent and download the film. Facebook ad manager15, a program within Facebook, allowed the film to focus on audiences with the key demographics most appropriate for the marketing of the film.
7 See Appendix F (News Release).
8 See Appendix G (WSU Signpost News Story).
9 www.theonion.com
10 www.thegraduatesmovie.com/
11 http://smuffking.com/Beecher_Baby_Bouncer.php
12 http://www.eyeslipseyes.com/
13 https://www.facebook.com/BeecherBabyBouncer
14 http://smuffking.com/Beecher_Baby_Bouncer.php
15 https://www.facebook.com/advertising 6
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The film was also marketed by celebrity and animal activist, Randall’s Honey Badger, on his personal website16. Randall, who had a cameo voice appearance in the film, has had more than 85 million views on his own YouTube channel17 and was cast as a marketing strategy to use someone with a present large audience, who would be successful in sharing the film to a large audience through his success on YouTube. A movie trailer18 was created for the film, shared and embedded on multiple Facebook pages, YouTube channels, Twitter feeds and additional blogs19 and websites, all of which lead to additional views. The embedded player on the film’s webpage received the most views (40% of the overall views).
Other merchandise and film memorabilia from the project was also created and sold online20. Special screenings for the film were held at Weber State University’s Wildcat Theater21 and Brewvies Pub and Cinema22. These event showings helped to further promote and market the film through film and raffle ticket sales as well as additional advertising by word of mouth. Raffle prizes consisted of more than 100 items valued more than $2,000 that were donated by business community sponsors. As part of the marketing plan, it was determined that a prize giveaway would entice more people to attend the screenings and participate in the raffle drawing, which according to fundraiser.com23, is one of the most popular and cost effective ways to market and raise money.
Distributing the Film
The marketing of the film was considered successful based on the return of investment received. Using Facebook’s Ad Manager24, an ad was created for the film which received over 30,000 impressions. Impressions are defined as the total number of times the ad has been shown on the website. This means that when a user is using his Facebook profile the ad would appear on the right side of the screen and count as one impression; this happened 31,086 times with this campaign. A social impression is more unique because the ad appears to friends of the target audience and those who have a connection with the Facebook ad page. Friends would see the ad and read, “Jane Doe Likes Beecher Baby Bouncer” and also see the ad on their screens. CTR, also known as click through rate is the number of clicks that an ad receives divided by the number of times the ad is shown, also known as impressions.
Having a high CTR is a good indication that users are finding the ads useful and relevant. It also contributes to the quality score which can affect ad costs and position. The CPM, also known as the cost per thousand impressions averages a cost for every thousand impressions. The ad manager sets the limit on the amount an advertiser is willing to pay. That limit could be a dollar amount or impression figure. CPM is most appropriate for advertisers who want to
16 http://randallshoneybadger.com/beecher-baby-bouncer-the-outrageous-comedy-feat-moi/
17 http://www.youtube.com/user/czg123?feature=watch
18 http://www.youtube.com/watch?v=uuoXyEaIA6s
19 See Chart 1B (Movie Trailer Views).
20 http://www.zazzle.com/beecher_baby_bouncer_t_shirt-235681008936162058
21 http://allevents.in/events/Beecher-Baby-Bouncer-Screening-3/493986377313107
22 http://lostmediaarchive.tumblr.com/post/44048392740/ismn-the-golden-bat-1966-tuesday-feb-26th-10-pm
23 http://www.fundsraiser.com/fundraising-raffles.html
24 https://www.facebook.com/advertising 7
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advertise their brands rather than advertise an individual product. Actions indicate each time someone clicked on the ad in order to read more about it and the “page likes” indicate how many people “liked” the ad.
Statistical information was gathered for this project by coding the Google Analytics script into CMS programming form at smuffking.com to properly track the website traffic. Using this website in conjunction with Facebook, YouTube and Distrify analytics, statistical data was obtained from each of these sites for additional tracking purposes. The collected information provides statistical data that show how many views, impressions or likes have been generated, the average length of each view and the type of device used to view the trailer, film or website.
The data listed below is an advertising report from Facebook. An ad was purchased for $9.49, was seen by 31,086 individuals and was clicked on 5062 times, resulting in 41 pages liked, which is considered a very high success rate. After a short time it was noticed that the sales goals were not being met and the ad was later cancelled to prevent going over budget. Date Range Campaign Impressions Social Impressions Social % Clicks CTR CPC CPM Spent Actions Page Likes Lifetime Beecher Baby Bouncer 31,086 2,016 8.01% 5062 8.016% 11.9 3.31 $9.49 1 41
Film marketing and distribution efforts lead to greater online video, raffle and film screening sales25. The budget for the project was originally set at $700. By the end of the production, the film had gone over budget by $300. After the screening and raffle sales, the project made a profit of $102.00, an 8.2% profit margin. Raffle and movie ticket sales made the most money with $95826. Additional online sales totaled at an approximate $150, generating a 70/30 shared profit margin27 (with distrify.com) with sales anticipated to continue to increase.
The film-industry continues to boom according to scholar Barbara Klinger, (2006) who stated that private and public cinemas will continue to see high returns in sales and distribution as domestic and foreign audiences continue to expand. Future distribution of the film includes the Spanish speaking community both local and abroad as well as Japanese speaking cultures. The film will be professionally edited with translated subtitles for each version.
25 See Table 1A (Project Sales Chart).
26 See Table 3A (Income Generated Chart).
27 http://distrify.com/pricing 8
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Beecher Baby Bouncer with Spanish and Japanese subtitles.
Other planned approaches will be submitting the film to several state and national film festivals in 2013, including the Nevada Film Festival28, the Chicago International Reel Fest Short Film Festival29 and the Zero Film Festival30 in New York. The targeted 18-35 age group market shall continue to gain momentum as this film continues to be seen by more people. Additional views will increase online presence and activity for the film increasing the number of views and potentially expanding the intended marketable target audience.
The typical film festival, in contrast with movie cinema venues like the typical movie theatre, is now a more readily venue where the public can see certain films. According to Lars Gassm “If we want to see certain films today, we rely on film festivals, not television or theatres,” (Gass, 2008). Beecher Baby Bouncer did not render as many sales as previously anticipated; however with more time, it is estimated that sales will continue to increase as more people see it and continue to talk about it. Eventually the film will discontinue being sold online and will be available in high definition online at www.smuffking.com, YouTube, Funnyordie.com and other related websites. The film will be monetized31 on YouTube, paying $1.00 for every 1000 views32 and will continue to render potential profits as it produces high viewing results.
Focus Group data and results
The two screenings were comprised of Weber State University student-based focus groups who shared their opinions and thoughts of the film through surveys, questionnaires33 and brief discussions following the film34. The survey consisted of 58 students and one professor. When asked which sub-category best described the film, 42% stated they believed the film was a satire comedy and 76% found the film to be entertaining. Though three out of four focus group individuals were entertained, the discussions following the screening indicated that it didn’t mean they particularly enjoyed the film. In most cases it was the opposite; 26% stated they didn’t think the movie was good at all, 31% stated they thought the movie was fairly good and
28 http://www.nevadafilmfestival.com/
29 http://www.projectchicago.com/
30 http://www.zerofilmfest.com/
31 http://en.wikipedia.org/wiki/Website_monetization
32 http://support.google.com/youtube/bin/answer.py?hl=en&answer=72903
33 See Exhibit 1 (Beecher Baby Bouncer Survey).
34 See Exhibit 2 (WSU Student Questionnaire & Survey Results). 9
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only 3% stated it was excellent. In contrast, 92% of the students who participated in the survey enjoyed the film’s music soundtrack and many commented that they enjoyed the film’s opening song and animation sequence.
When asked how likely students were to recommend the film to a friend, 54% stated they were not at all likely and 8% stated they would pay to watch this film online. When asked which age group would most likely be interested in viewing this film, 48% of students stated that individuals 18 to 35 years old were the most likely. Additional data received from the survey indicated that 41% of participants were most interested in viewing movies on their home televisions, which coincides with Taloustutkimus who stated, “Television in the traditional sense is still the most important media” (Taloustutkimus, 2011). Other viewers watch films on their laptops and other electronic devices. Following the survey portion of the focus group session, brief discussions were initiated to extract additional qualitative data from group participants.
When asked what students liked least or hated most about the film, the majority overwhelmingly stated they disliked the main character of the film but stated that they really enjoyed the news anchor conducting the interview. Many commented that they thoroughly disliked the storyline and that there wasn’t much depth to any of the film’s characters. Others commented on how they liked the witty lines, silly jokes and originality of the film while others found the film to be “stupid” and found little to no humor whatsoever. A great majority agreed that the film did have a “moral of the story”, that being parents should be careful with whom they entrust their children. Also scoring very high among participants of the survey was the news ticker scroll along the bottom of the screen throughout the interview portions of the film. Other viewers indicated that the film was very well directed and were impressed by the production value and how well the overall project was developed and put together.
Focus groups results indicated that this film would not be financially successful on a long-term basis. Though the film has made a small profit, sales eventually began to plateau. Data collected suggests that the majority of audiences would not spend money to see this film which diminishes the potential for the film’s fiscal viability35. The results also reflected that the film proved to be entertaining in several aspects though not as funny as originally intended.
35 http://www.ventureline.com/accounting-glossary/F/financial-viability-definition/ 10
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Conclusion
Though unforeseen obstacles continued to present themselves throughout the course of the project, eventual resolutions continued to evolve culminating in gained strengths and diminishing weaknesses. From an original idea and with a unique approach the purpose was to create, market, and distribute an original short film. According to Davis et al. (2008) many short film projects are true micro-enterprises that consist of less than four people. This project exceeded these expectations and took several hundred hours, studious leadership and management of nearly 70 individuals, 5 filming locations, 163 props and 27 costumes. Organizational leadership skills and management talents combined with an education gained from the MPC program provided knowledge to help plan and successfully execute the project. Learning how to negotiate with Hollywood agents, formulate specific step-by-step filming schedules and design contractual agreements were additional milestones of achievement during this process. Short films often face a variety of limitations due to budget, notoriety and resources. Like many producers such as Alfred Hitchcock, who produced many of his own films36, this project had only one producer, a Masters of Professional Communication student. Having multiple producers on this project would have increased budgets, resources and overall quality of the film and project. Future films such as this will include additional producing partners, larger budgets, further in-depth audience research, larger and more professional crew members, staff and cast. Future projects will also include feature length as well as short films. Creating a film means something new has been accomplished. Whether a new success or an original failure, great pride can be taken in the production of this project; as Stephen Spielberg stated, “Whether in success or in failure, I'm proud of every single movie I've ever directed”.37 The production process from the beginning to the end required step-by-step management and thorough supervision. Leadership experience has been this project’s biggest reward. Each aspect of the filming process provided an additional layer of continuing education and experience during the project. A valuable lesson was the potential of success that comes from disciplined management and the power of determination. The desire to succeed should overpower all other fears; as Bill Cosby stated38, “In order to succeed, your desire for success should be greater than your fear of failure.” Management skills alone are not enough to make one successful, but the application of those skills to be an inspired leader can make a valued difference. Whether a director or a writer, an actor or a member of the production crew, leadership has been present in this project from beginning to end. Applying those skills to a worthy project or cause and combining passion, hard work, and determination can set the stage for some potentially rewarding results. The End
36 http://en.wikipedia.org/wiki/Alfred_Hitchcock#1940s_films
37 http://www.brainyquote.com/quotes/quotes/s/stevenspie457166.html
38 http://www.brainyquote.com/quotes/authors/b/bill_cosby.html 11
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Appendix
Appendix A (Beecher Baby Bouncer Script- p.12).
Appendix B (Actor Contractual Agreements- p.23).
Appendix C (Gilbert Gottfried Contract- p.24).
Appendix D (Cast and Crew Call Sheet-p.25).
Appendix E (Picture Budget Detail-p.28).
Appendix F (News Release-p.29).
Appendix G (WSU Signpost News Story-p.30).
Chart 1B (Movie Trailer Views- p.32).
Table 1A (Project Sales Chart-p.32).
Table 3A (Income Generated Chart- p.33).
Exhibit 1 (Beecher Baby Bouncer Survey-p.35).
Exhibit 2 (WSU Student Questionnaire & Survey Results- p.37).
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APPENDIX A
Beecher Baby Bouncer
By
Derrick Dean
Cast Spot..............................................Justin Beecher Angela Augers,Baby’s mother.......................Jessica Pearce Brian,Baby’s Father...................................Dave Clegg Baby Mickey.........................................Miles Strank Detective Grudgers.................................Blair Sterret Officer Billiard...................................Kyle Hilliard Officer Drexby......................................Ryan Paskins News Reporter........................................ Cate Allen Woman 1....................................Elizabeth Summerhayes Man 1............................................Dan Fredrickson
Camera Man..........................................Steve Hansen Female Passerby.................................Jessica Peterson Joe King...........................................Joseph Batzel Howard Featherstone............................Gilbert Gottfried
Freddy Lindquist.........................................Randall CREW Director............................................Derrick Dean Writer..............................................Derrick Dean Producer............................................Derrick Dean AD....................................................Lee Fobert Sound.................................................Matt Adler Makeup.............................................Aspen McKenna Craft Services........................................Mandy Dean Equipment Manager...................................Steve Berlin Key Grip............................................Ryan Paskins Director of Photography..............................Chris Adler Costumes..............Hale Center Theatre Costume & Prop Rentals Props Manager.......................................Derrick Dean
Prop Assistants.......................................Jill Daily
Geoff Brediger
Mitch Zundel
Boom Mic. Operator....................................Matt Adler Photographer.........................................Gwen Beddes Hair Stylist.......................................Ashley Hansen Communication Advisor.................................Ty Sanders Communication Director.............................Kathy Edwards Set Designer..........................................Mandy Dean 13
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Police Vehicle and Equipment...........................Jim Platt Editor..............................................Derrick Dean Assistant Editor..................................Justin Beecher Story Consultant....................................Justin Riley Music by............................................Kevin Mathie Additional Music by.............................Eyes, Lips, Eyes
Executive Director Sag................................Don Livesy Studio Manager........................................Brian Lamb
Studio Coordinator....................................Janna Hull
Studio Supervisor.....................................Drew Tyler
Financial contributors
Joshua Earnshaw
Jerry Dean
Renee Taylor
Special Thanks to
Joshua Earnshaw, Jerry Dean, the Falls at Hunters Pointe, Hale Center Theatre Costume and Prop Rentals, Weber State University, Jill Daley, Geoff Brediger, Mitch Zundel, Utah Film Commission
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Beecher Baby Bouncer (Script)
By Derrick Dean
(Fade-in with news graphics after Credits)
ANNOUNCER
From New York City, it’s the
Nightly Streak, Live with Joe King!
FADE IN-
INT- News Studio Joe, a 60 Minutes or Larry King-type interviewer is seated with protagonist, Justin Beecher, who is taking part in the interview.
Joe (To Camera-NYC Background)
He is said to be one of the vilest in babysitting and he does nothing to dispel that belief. His name is Justin Beecher, a name that strikes terror in some, loathing in others and transforms quiet nights of babysitting into chaotic encounters of spine-chilling terror. It should also be said that he commands a high level of friends and admirers. He was the inspiration for such films and novels as Operation Baby Bouncer and Flying Kittens with Dirty Souls. Beecher has been arrested several times in connection with a slew of fake baby droppings. He’ll post an internet ad for babysitter services and then charm his way into the family’s home where he nefariously mimics Michael Jackson by holding small infants over balcony ledges, causing hysteria below. I met with the Beecher to get his side of the story. (Interview Joe’s Questions) JOE Walk us through what goes on here… You post these ads on internet for babysitting services and then you hold them over balconies? SPOT I use social media, blogs, and websites I’ve created to really make myself look good, (laugh) and people fall for it all the time. There are parents out there who at the last minute say, “oh no, I forgot to get a babysitter. Let me hop online real quick and 15
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find one.” Well, obviously that is just practicing poor parenting, and I guess I’m just their “punisher” if you will.
JOE You gain the parent’s trust and then you exploit their children for your own personal retribution?
SPOT I get a lot of personal satisfaction, but it goes deeper than that. (ad lib)
JOE A lot of people say you do this to mimic the Michael Jackson incident where he dangled his child over the hotel balcony, any relation?
SPOT Maybe on my mother’s side, (laugh). No, but seriously, the man was a genius. I do get a lot of my material from him, his “what’s new pussycat?” song was number one for I don’t know how long.
JOE I meant any relation to the incident, not the man and I believe that was actually Tom Jones who sang “what’s new pussycat?”
SPOT No, but we’ll just have to agree to disagree.
JOE You’ve been arrested several times for this; you’re facing some serious charges here. How can you keep doing this? Are you not worried you’ll end up in prison?
SPOT (AD LIB) Additional ad-lib continues between Joe and Spot with questions and answers. FADE OUT:
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FADE IN: INT. Apartment - Day We PAN across the living room, we see a baby playing on the floor or lying down. We see Spot walk up to a display in the living room with block letters that spell “FAMILY”, spot snickers and changes the blocks to say “My Fail” and giggles at his own practical joke. Spot then spots a pair of keys, puts them in the freezer and again laughs at his own joke. Suddenly we hear Angela walking down the hall with her husband and spot hurries over to the baby.
SPOT
(Amused/To self) Ha, ha, what a dump...
ANGELA
I can’t thank you enough for babysitting for
us tonight. We were lucky to find a babysitter
on such short notice; thank heavens for the Internet,
right? You’re saving us a lot of trouble.
SPOT Oh, I’m all about trouble, or saving
people from it.(As a stupid joke).
(Angela walks and checks on the baby, grabs her purse and heads for the door dressed for a night out).
BRIAN
Yes Spot,from what I read online, you’re
really one hell of a guy! I read a lot of
good things about you!
Spot All lies, I’m sure. (The three share a quick hardly loud laugh and then a short awkward moment). 17
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BRIAN (Somewhat concerned) Seriously, all lies? ANGELA (Rolls eyes/smiles) Everything you need is in this diaper bag. (Giving Spot D.B.)
SPOT
Including sleeping pills and laxatives?
Ha ha, but seriously, I love to babysit.
So, go! I’ve got a lot of damage to do.
(Laughter and smiles of appreciation)
BRIAN
Have you seen my keys?
(shakes head) ANGELA
Spot, you’re the best. Call us if you
need anything.
SPOT
(Mockingly) If ya need anything.
Have fun kids!
(They laugh at his charm as they leave. Spot shuts and locks the door behind her as he chuckles with excitement, (looks at baby).
SPOT
Showtime!
Spot turns on some music and heads to a nearby duffel bag which he unzips and pulls out a small life-like baby doll, (ad-libs small conversation with baby doll), very close to the size of the infant, he sets it on the table along with an identical pair of clothes for the infant, which he also sets onto the table along with a small video camera. Spot changes the infant into the matching clothes. Spot takes a bite of a sandwich, opens the fridge and takes a container of breast milk, labeled “Mikey’s Breast Milk” out, 18
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opens it and ready to drinks, drinks and instantly gags.
SPOT
Ew, this milk is nasty!!!
Probably expired too!
(He chugs down the milk and shutters. Additional ad-lib). Spot giggles with excitement yet again as he picks up the small infant and briefly plays with him, dancing about the room. He walks out onto the balcony with the baby and looks down below. SPOT’S POV We see a fairly busy street below, cars are driving by, people Are walking their pets etc. etc. SPOT Oh yeah! This will do rather nicely. Spot sees a couple walking down the street, snickers and yells to them.
SPOT
(Aussie accent) Hey! Hey, is this your baby? Spot dangles the real baby over the edge of the balcony acting like he Is going to drop him.
SPOT
Oooh hoo, he’s a slippery fella
that was a close one...
MAN 1 Who is that idiot!?
WOMAN 1
He’s that lunatic who dangles babies
and small kittens from balconies!
Come on, let’s call the police!
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Minutes go by and Spot now has a small gathering of on-lookers, a detective and some Police as he continues to taunt the crowd, making mockingly crude “whistle”, “dropping” and “splat” sounds. Detective Grudgers is arriving on scene getting situated; a news reporter and camera man are arriving, preparing to speak with the detective on camera; Spot mocks the crowd, detective and reporter and waves the baby’s hand to the cameras. NEWS REPORTER I’m here with Detective Grudgers on quite
a disturbing scene where 28-year-old, Justin Spot Beecher continues to taunt police and spectators
with apparent threats of baby droppings.
What’s your plan detective?
DETECTIVE GRUDGERS
I’ll be arresting the Beecher momentarily,
that’s my plan (snidely).
I’ve got you now, you baby bouncing buffoon!
(to himself)
NEWS REPORTER
As you can see, this crazed man who goes by
the clever alias, “Spot”, continues to taunt
the crowd. Let’s get a closer look!
(The Baby’s parent’s appear on scene, run to the detective).
ANGELA
That’s our child and our babysitter!
What is going on here?
DETECTIVE GRUDGERS
You can’t go up there Ma’am. You have
a crazed lunatic for a babysitter.
(to Reporter)
This Beecher guy regularly babysits for people
and then holds their infants over the
balcony until large crowds and police
gather to watch.
Spot waves baby to the crowd while making gleeful sounds. 20
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DETECTIVE GRUDGERS (CONT.) Then he secretly exchanges the infant
with a life size doll and appears to
accidentally drop them. I’ve been on
this guy’s dirty trail for months.
Spot sneaks off camera and quickly returns with what looks Like the baby he’s been holding the entire time, wrapped in a blanket. He holds the baby over the balcony as he continues to mock the crowd with ad-libs and mockeries.
WOMAN #1
That’s horrible! He ought to be
ashamed of himself!
SPOT
I’m a Michael Jackson!
(Laughs hysterically ad-lib actions/talking). (Suddenly, Spot drops the stunt-baby as though it were accidental). The crowd screams,the Police officer and parents start to move forward, the detective stops him.
DETECTIVE GRUDGERS
Don’t be fooled! This is part of his routine!
After he drops the fake baby he leans over the
balcony and weeps hysterically. That’s bad
balcony behavior if you ask me!
The crowd screams. Spot leans over the balcony and weeps hysterically. 21
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(In conjunction with ad-libbing)
My baby, no! I didn’t mean to drop
Him. I was just playing around.
(Looks down at the dropped doll and continues to weep hysterically). Shots of the crowd, screaming, displaying their anger towards Spot, some women crying, men shaking their heads in disgust, police standing by. A man rushes to the doll to investigate.
DETECTIVE GRUDGERS
(Cont.)
He continues to cry until the
crowd realizes they’ve been fooled.
MAN #1
It’s a fake! It’s only a doll!
Spot jumps to his feet, points and mocks the crowd with his cruel laughter, “no no, my baby.” (Continued ad-lib)He laughs.
DETECTIVE GRUDGERS
Beecher began holding babies over the
edge of hotels and apartment balconies
in honor of the late Michael Jackson.
He’s a big fan. Let’s get him!
(We see police pull Spot from the balcony as they arrest him, he laughs. We see a concerned Angela picking up her baby and cradling him along with the very angry father. The detective and Police are escorting Spot to the police car.
ANGELA
(To husband) Apparently this is the seventh time
Beecher has done this. Police are furious
because he always manages to escape.
NEWS REPORTER
Police are now taking this monster
Justin Spot Beecher into custody after
a four-hour baby stand-off.
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SPOT
(Interrupts) Eh-hem, alleged monster!
DETECTIVE GRUDGERS
(Pulls Spot off camera)
We’ve given him the nickname Brutal
Beecher Baby Bouncer; try saying that
10 times fast! You’re one sick monkey
Beecher!
SPOT
(Sarcastically)Yeah, But I’m innocent! (giggles)
We see detective Grudgers and police walking an enthusiastic Spot down the sidewalk and into a police car. The news reporter and crowd watch as the car slowly drives off and camera zooms in to see Spot has slipped one hand out of the handcuffs and is waving to the crowd as the police car cruises off.
(After Credits, we see a hand knocking on a door, the door opens, we see the rear view of a lady, standing in the doorway, spot looks up and smiles.) SPOT Hi, I’m here to babysit. Mom #2
I’ve been waiting for you all day.
SPOT
Sorry I’m late, I was a little cuffed.
ROLL CREDITS
The End.
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APPENDIX B
TALENT RELEASE FORM
I hereby assign the rights to the video recording(s), audio recording(s), motion picture filming, photograph(s) made of me this date, July 15, 2012, by Smuffking Productions here after referred to as the recorders/cinematographer/photographer/filmmaker.
And I hereby authorize the editing, re-recording, duplication, reproduction, copyright, sale, exhibition, broadcast and/or distribution of said recording(s), film (s), photograph(s) for the purpose of production for Beecher Baby Bouncer (working title).
I hereby waive any right to inspect or approve the finished video recording(s), audio recording(s), film(s), soundtrack(s), photograph(s), or printed matter that may be used in conjunction therewith or to the eventual use that it might be applied.
I understand that participation in this project is voluntary and that I may at anytime discontinue my involvement.
My name and participation may be kept confidential and not associated in any way with the finished recording(s), film(s), photograph(s), or printed material(s) if I so choose.
Check here if you wish to remain anonymous _____
I am compensated as follows:
Copy of finished film and credit
I have read the foregoing release, authorization and agreement, before affixing my signature below and warrant that I fully understand the contents thereof.
_________________________________________
Signature
_________________________________________
Role and Name as you wish it to appear in credits
_____________________
Date 24
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APPENDIX C
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Appendix D
Call Sheet
Location 11251, South
State Street, Sandy, (#D302)
Production:
Beecher Baby Bouncer
Shooting Day:
Sunday
Producer/PM:
Derrick Dean
Date:
15-Jul
Director:
Derrick Dean
Crew Call:
8:00 a.m.
Asst. Director:
Lee Fobert
Cast Call:
8:30 a.m.
SET SCENES PAGES CAST NOS. LOCATION
East Side Building D- on grass
Ground/balc.
p4-8
ALL
11251, south state, sandy d302
Interior Shots
Apartment
p2-4
Spot, Jessica, Dave
Same-
Miles
NO. CAST MEMBER Role MAKE-UP SET CALL REMARKS
Spot
Beecher
Y
8:30
Dave Clegg
Brian (Father)
Y
8:30
Jessica Pearce
Angela (Mother)
Y
8:30
Blair Sterret
Detective
Y
8:30
Cate Allen
Reporter
Y
8:30
Ryan Paskins
Police Officer
Y
8:30
Kyle Hilliard
Police Officer
y
8:30
Steve Hansen
Cameraman
y
8:30
Dan Fredrickson
Man 1
y
8:30
Elizabeth Hales
Woman 1
y
8:30
ATMOSPHERE & STANDINS PROPS SPECIAL INSTRUCTIONS
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(Below: An actual time sheet for cast and crew of the short film on day #1 of shooting).
Location
Cast members
CU
WIDE
MEDIUM
ACTION/Dialogue
APT Interior
Dining S x x x Family Blocks
Kitchen
s
x
x
x
Keys in freezer
S
x
freezer reaction
S
x
x
opens fridge/sand
s
x
x
eats/drinks Hallway S, A, B x (s) x x "dump"/enter A+B S,A, B x (s) (B) x x1 x2 "read good things" S, A x (S) (A) x "Diaper bag/Laxatives"
Living
x (S)
x
x (a+b)
"all laugh"/A+B exit
x
x
"empty duffle bag"
S, M
x
x
x
Playing with infant Doorway x(S) x x A+B Exit, "ShowTime"
EXTERIOR
Balcony (Balcony)
S
x
x
"oh yeah..nicely"
We will be shooting regardless of
Weather conditions, come prepared.
OTHER CALL TIMES:
VEHICLES & OTHER:
Director
Derrick Dean
Camera
Chris Adler
Jim Platt-
First A.D.
Lee Fobert
Sound
Matt Adler
Police Car
Still Photographer
Gwenda Beddes
Grips
Ryan Paskins
Prod. Asst.
Craft Services
Mandy Dean
Hair
Ashley Hansen
Make-up
Aspen Mckenna
Dir. of Photo
Chris Adler
Wardrobe
Cast
CHANGES AND OTHER INFO:
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s
x
x
"splat, whistle, mock"
s
x
x
"splat, whistle, mock"
S, M
x
x
x
"say hi, police"
S,M
x
x
x
in stunt baby, out real
S, cops, M
x
x
x
Spot being arrested ladder-balcony S, M x x "is this your baby?" S, Stunt x x "I'm MJ", drop baby, weep
Balcony to Ground
M1/W1
x
x
x
m1 + w1 passing by
All
x
Crowd reactions
Ground to Balcony
S,M, 1 & 2
x
x
"idiot", "call police" Ground cops, news, ppl x x Various News, Cops x x x "here w/detective" News, Cops x (detective) x x "arresting momentarily" Detective x "all lines" reporter x x x "as you can see" cops, A.+ B x x x "my baby", "?", "crazy" w1 x "That's Horrible" all x x x Shocked crowd M1 x x x "it's a fake" cops,news, S x x x "police arresting S" cop, car, S x x x "I'm innocent" News, Cops x x "nickname, bbb, 10" Cops, S x x x cops + S to cop car car, S x x x cop car drive off, spot cuff All x x car drive off
28
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Appendix E
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Appendix F
NEWS RELEASE
FOR IMMEDIATE RELEASE
Thursday, January 10, 2013
Celebrities Join Utah Film Maker Student in Master’s Thesis Short Film Project
A Weber State University student has signed on the help of comedians and celebrities Gilbert Gottfried and YouTube sensation Randall to help complete a short film for his final project in the Master of Professional Communication program.
Gottfried has appeared in several motion pictures and television shows, and is best known for his role in Disney’s “Aladdin” as the voice of the villainous parrot, Iago. Randall is best known as the Honey badger guy from his very popular YouTube videos; he has more than 78 million views on YouTube and has also appeared on America’s Got Talent.
Including the two biggest stars, WSU student and film maker, Derrick Dean, brought together more than 50 individuals for the production, including actors, crew and post-production local artists such as award-winning composer Kevin Mathie (Ogden) and singer Ginger Bess Simons (Ogden).
The many local actors include Blair Sterrett (Ogden), Cate Allen (SLC), Justin Beecher (Ogden), Ryan Paskins (Ogden), Dave Clegg (Ogden), Jessica Pearce (Farmington), Dan Frederickson (Murray), Elizabeth Summerhays Hale (Tooele), Joseph Batzel (Brigham City), Mark Dietlein (Salt Lake City) and Angie Winegar (Farmington).
The 20-minute short is a comedy called “Beecher Baby Bouncer”. It follows the story of a lunatic babysitter who thinks it’s funny to scare the public with “fake baby dropping” over the balcony.
Derrick is among the first graduating class of students in the newly Master of Professional Communication at Weber State.
Two screenings have been set at WSU’s Shepherd Union Wildcat Theater Monday, Feb. 11 and Wednesday, Feb. 20 at 7:30 p.m. Raffle tickets for door prizes will be given; admission is $3. The film will also be available online in late February at: http://www.smuffking.com/Beecher_Baby_Bouncer.php
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Appendix G
Grad student creates film for thesis January 17, 2013 | Filed under: A & E,General,Movies,News | Posted by: Laurie Reiner
Derrick Dean, a Weber State University graduate student, is doing a thesis project unlike any other in his department. He wrote, directed and produced a short film called “Beecher Baby Bouncer.”
Dean is the only student in the Master of Professional Communication program who is creating a film for his thesis project. Students have the option to either write a paper about 60 pages long or do a project. Dean’s project was to make, market, and distribute a film.
“It’s something I could get out there to a lot of people,” Dean said. “It’s a great way to share your message in various mediums, and I would be able to incorporate everything I learned in a fun way.”
Dean said the film is about a 30-year-old man who babysits for people and likes to cause chaos. One of the things he does while babysitting is hold babies and kittens over balconies and wait for the police to show up. The movie is about 20 minutes long.
“The moral is basically getting people to learn that they should be more careful with who they trust their children with,” Dean said. “You get a moral, a message, with a couple of good laughs as well.”
Dean said he first got the idea for the film when he saw a picture of his friend playing in the park with his child. Dean said it was around the time when Michael Jackson held his child over his balcony, so Dean Photoshopped the picture to make it look like his friend was holding his child over a balcony. He posted the photo on a humor website and, when it received positive feedback, he decided he wanted to make a movie based on that concept.
The film features actor Gilbert Gottfried and YouTube celebrity Randall. 31
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“I got in touch with their agent and figured it would be a great way to market the video,” Dean said.
The other actors in the film are local actors. Dean said he know a lot of actors because he performs in plays. He said the project cost about $700 or $800 because of the equipment he had to rent, but most of his actors worked for free.
One of the people he worked with was Kevin Mathie, a WSU graduate, who did the music for the film.
Mathie said he met Dean a few years ago while they were both working on a play.
“I don’t think he realized I had the gear,” Mathie said. “I’ve known him for a while.”
Mathie did both the background music for the film and worked on an original song for the film. Dean wrote the lyrics for the song and Mathie wrote the music, and they hired a singer to do the vocals.
Randall, best known for his honey badger video on YouTube, was also part of the film. He played an angry caller who complains about the main character.
“It was really funny and I was really happy to be a part of it,” Randall said. “I think big things are going to come from this guy.”
Randall said he often works in small films and prefers them because it works well with his busy schedule.
“It’s a pleasure to be in some of the smaller films,” he said. “It all depends if I believe in the project and what it is trying to say.”
Dean plans on graduating at the end of spring semester, and said he wants to pursue a career in film once he is out of school.
While working on the film, Dean met with his professors on a regular basis to discuss the project. He said his professors think it is a great idea and have given him a lot of support. 32
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“Beecher Baby Bouncer” will be screened Feb. 11 and 20 in the WSU Wildcat Theater at 7:30 pm. There will be door prizes and a raffle. It costs $3 per person for admission. After the viewings, the movie will be available online to rent or buy on places like Amazon or Dean’s website, Smuffking.com.
Chart 1B (Movie Trailer Views Chart)
(Chart 1B. Movie Trailer Views)
Traffic Referral Data for trailer and film views.
Table 1A (Project Sales Chart)
(Table 1A. Project Sales Chart)
29.50%
40.00%
28.10%
2.40%
Top playback locations
Mobile Device
Embedded
Player on
Website
YouTube
watch page
YouTube
channel page
73.80%
14.80%
11.40%
Traffic Referrals
Mobile apps
and direct
traffic
View referrals
from
YouTube
View referrals
from outside
YouTube
Budget
Earnings
Profit
Spent
$0
$200
$400
$600
$800
$1,000
$1,200
$1,000
$1,102
$102
$1,000
Screening ticket and raffle sales and
online movie sales
Sales33
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Table 3A- (Income Generated Chart)
Representing earnings, project budget and profit from online, movie and raffle screening sales.
Distrify Statistical Report for Beecher Baby Bouncer
Source
Player load
Preview
Total purchase
Load Conv.
Distrify Direct or Facebook App
74
29
6
22%
smuffking.com
364
353
196
55%
app6.websitetonight.com
23
19
5
26%
Randallshoneybadger.com
34
17
ashleyjillandsteve.blogspot.com
11
1
Total
506
419
207
51.6%
Source
Player load
Preview
Total Purchase
Load Conversion Rate.
United States
502
415
207
51.6%
Canada
2
2
0
0
Chile
2
2
0
0
Austrailia
2
2
0
0
Costa Rica
1
1
0
0
United Kingdom
2
2
0
0
Finland
2
2
0
0
Total
468
408
207
51.6%
YouTube Statistical Report for Beecher Baby Bouncer
Views
Views
Estimated Minutes Watched
Total Purchase
Load Conversion Rate.
Monetizable Views
159
120
Embedded Player on sites
49 (40.2%)
45 (40.1%)
YouTube watch Page
42 (34.4%)
34 (30.1%)
Mobile devices
31 (25.4%)
35 (31.1%)
Traffic Source
Views
Estimated Minutes Watched
Embedded Player
49 (40.2%)
45 (40.1%)
Mobile apps and direct traffic
39 (32.0%)
40 (35.6%)
External Website
18 (14.8%)
16 (14.0%)
YouTube Search
9 (7.4%)
8 (7.1%)
YouTube- Other features
5 (4.1%)
2 (2.4%)
34
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(Table 2A.Distrify Statistical Report)
(Income Generated Report).
Budget
Earnings
Profit
Spent
$0
$200
$400
$600
$800
$1,000
$1,200
$1,000
$1,102
$102
$1,000
Screening ticket and raffle sales and
online movie sales
Sales
YouTube channel page
1 (0.8%)
0 (0.4%)
YouTube suggested video
1 (0.8%)
1 (1.1%)
Table 3A Source Ticket Sales Raffle Sales Online Sales
Screening Sales Income Totals
Currency
USD
USD
USD
Dollars
$524
$434
$144
Total in USD
Total $1102
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Exhibit 1 (BBB Film Survey)
BEECHER BABY BOUNCER (FILM SURVEY) 1. Overall, how would you rate this movie?
Excellent
Very good
Fairly good
Mildly good
Not good at all
2. How likely are you to recommend this movie to a friend?
How likely are you to recommend the endurance event to a friend? Extremely likely
Very likely
Moderately likely
Slightly likely
Not at all likely
3. What did you like about the movie? 4. What did you dislike about the movie? 5. Do you watch movies online?
Yes
No
6. Would you pay $0.99 to watch this movie online?
Yes
No
7. Was this movie entertaining?
Yes
No
8. Which age group would be most interested in this movie?
Children (0-12)
Young Adults (12-18)
Adults (18-35)
Adults (35+)
9. Are you male or female? 36
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Male
Female
Unsure
10. Which sub-category would best define this movie?
Dark Comedy
Satire Comedy
Slapstick Comedy
Screwball comedy
11. Did you enjoy this film’s soundtrack?
Yes
No
12. Which film genres do you enjoy most?
Action
Drama
Comedy
Horror
Western
Sci-Fi
Documentary 13. Which of the following video formats do you prefer? (Check all that apply).
Smart Phone
Laptop/PC
IPAD/E-Reader
TV
Theater Screen
14. How often would you watch movies online?
Regularly
Sometimes
Never
14. Which best describes your age group?
18-21
21-25
25-29
30-35
36-45
45+
15.
Please note any additional comments you have about the movie.
37
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Exhibit 2 (WSU Questionnaire & Survey)
2.00%
42.10%
19.20%
36.70%
Which sub-category best describes this film?
Dark Comedy
Satire Comedy
Slapstick
Comedy
Screwball
Comedy
9.20%
21.00%
6.40%
41.30%
22.10%
Which video format do you prefer?
Smart Phone
Laptop/PC
IPAD/IPOD
TV
73.50%
26.50%
Do you watch movies online?
Yes
No
92.80%
7.20%
Did you enjoy the film's soundtrack?
Yes
No
72.70%
27.30%
Was this movie entertaining?
Yes
No
3.20%
9.30%
31.30%
29.50%
26.70%
0
How do you rate this film?
Excellent
Very Good
Fairly Good
Mildly Good
Not Good at all
4.40%
14.40%
27%
54.20%
How likely are you to recommend film to a friend?
Extremely
Moderately
Slightly
Not at all
8.50%
91.50%
Would you pay $0.99 to watch this movie online?
Yes
No
2%
37%
48%
13%
Which age group would be most interested in this film? (Check all that apply).
Children
(0-12)
Young
Adults
(12-18)
Adults
(18-35)
Adults
(35+)38
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http://allevents.in/events/Beecher-Baby-Bouncer-Screening-3/493986377313107
http://www.brainyquote.com/quotes/authors/b/bill_cosby.html
http://www.brainyquote.com/quotes/quotes/s/stevenspie457166.html
http://www.distrify.com/pricing
https://www.facebook.com/advertising
https://www.facebook.com/BeecherBabyBouncer
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http://www.fundsraiser.com/fundraising-raffles.html
http://lostmediaarchive.tumblr.com/post/44048392740/ismn-the-golden-bat-1966-tuesday-feb-26th-10-pm
http://www.nevadafilmfestival.com/
http://www.projectchicago.com/
http://randallshoneybadger.com/beecher-baby-bouncer-the-outrageous-comedy-feat-moi/
http://smuffking.com/Beecher_Baby_Bouncer.php
http://support.google.com/youtube/bin/answer.py?hl=en&answer=72903
http://www.ventureline.com/accounting-glossary/F/financial-viability-definition/
http://en.wikipedia.org/wiki/Alfred_Hitchcock#1940s_films
http://en.wikipedia.org/wiki/Website_monetization
http://www.youtube.com/user/czg123?feature=watch
http://www.youtube.com/watch?v=uuoXyEaIA6s
http://www.zazzle.com/beecher_baby_bouncer_t_shirt-235681008936162058
http://www.zerofilmfest.com/

The author has granted Weber State University Archives a limited, non-exclusive, royalty-free license to reproduce his or her theses, in whole or in part, in electronic or paper form and to make it available to the general public at no charge. The author retains all other rights.

The author has granted Weber State University Archives a limited, non-exclusive, royalty-free license to reproduce his or her theses, in whole or in part, in electronic or paper form and to make it available to the general public at no charge. The author retains all other rights.

Full-Text

Masters of Professional Communication
2013
Creating, Marketing and Distributing a Short and Original Film.
A Masters Student Project
By Derrick Michael Dean
Weber State University 1
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Creating, Marketing and
Distributing a Short and
Original Film
Derrick Dean
Student Project
Weber State University
Masters of Professional Communication
CONTENTS
 Introduction………………………………………………………………………………..2
 Creating a film project…………………………………………………………………….3
 Marketing film…………………………………………………………………………….4
 Distributing film…………………………………………………………………………...6
 Focus Group data and results……………………………………………………………...9
 Conclusion……………………………………………………………………………….10
 Appendix…………………………………………………………………………………11
 Bibliography……………………………………………………………………………..38
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Creating, Marketing and
Distributing a Short and
Original Film
Derrick Dean
Student Project
Weber State University
Masters of Professional Communication
Introduction
Creating, marketing, and distributing a short film requires leadership, skill and determination. The qualifications and level of expertise to put this plan into motion consisted of the application of tools learned in the Master of Professional Communication program combined with film-making experience and talent. Interviewing skills learned in the program helped to create a realistic interview for news scenes in the film and provided realistic interview questions and dialogue for the film’s characters. Other tools helped to improve filming methods, the use of film equipment, software and editing processes. Establishing an intended audience by focusing on demographics like age and gender can play and have played a major contributing factor in the marketing process of the film by narrowing the target audience, which according to Geidner, Flock and Bell, (2007) can lead to a larger potential viewing audience.
MPC marketing skills have been used to promote the project and video through social networking. These tools have helped to make the project a financial success. Through advertising on various social networks, the project has reached more people and has increased in potential audience quantity. Team building experiences gained from the program were useful in helping to develop a creative production team, manage them properly, and apply these learned tools to serve as the crew’s leader and director. Organizational leadership helped build a knowledge basis that aided to market the film using original brands like Smuffking Productions. Having a brand name attached to the project gave the film more production value, which helped acquire higher quality talent. Writing skills were employed to help create and implement surveys, quantify results and develop materials such as contracts, scripts and plan details.
The final product includes a 20-minute video and focus-group research formed to more effectively market, screen and digitally distribute the film. The movie has been marketed and announced through social media, newspapers, word of mouth, poster distribution and the film’s website. While essential planning, countless hours and extreme detail have been essential in this process, it is leadership and teamwork that have had the deepest impact on the success of the project.
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Creating a film project
The film project had three primary stages: pre-production, production and post-production. These three stages are vital in the success of a film and required thorough planning, preparation and ingenuity in order to be successful. The story was first written as an article for the comedic website, Funnyordie.com,1 a site where individuals can post stories, pictures and videos that are publically rated as either funny or not funny, (“funny” or “die”). The story maintained a “95% funny” status with 404 views and was then adapted into a short screenplay2. The goal of the film was to have a short and enjoyable comedy which would provide a few good laughs and have a unique moral. “If you make a film that pleases you, and you make it well, then you will please the audience too, or at least part of the audience. But I think it's a mistake to try to guess what the audience will like and try to do that,” (Woody Allen, Tirard, p39).
Assembling the cast and crew was the next step. To ensure a successful production a contractual agreement needed to be created. “No decrease in the commercial use of contracts, and no decrease in the length or complexity of the rather formidable documents that circulate in so many industries” (Rubin, 1990). Designing optimal contracts between film producers, actors and crew is a critical factor affecting film production. Contracts, release forms, actor agreements and addendums were created for the production’s cast and crew3. A special contract was negotiated and created for SAG union actor Gilbert Gottfried who also participated in the picture as voice talent4.
The pre-production stages required planning, writing, casting and putting together a film crew; networking was an essential step during this process. Using social media to network helped to select individuals who were best suited for this project. Networking helped find actors and crew who would donate their talents and time to save on production costs. “The network relationship approach emphasizes that a company can control its internal resources such as technology, money and personnel, but at the same time the company is dependent on external resources controlled by other companies in the network. In this way a company can get access and use resources controlled and owned by other companies, and can market together to advertise a product that can be mutually beneficial” (Kock, 2001).
Scene by scene and frame by frame planning was designed to make the best possible use of each person’s time5 and to maintain a positive and professional working environment. Even the smallest films require budgetary guidelines (Hesmondhalgh, 2007). The budget for the film was $1000. Production costs totaled $6006 and post-production costs were an additional $400. Once the filming for the production had come to a wrap, it became the task to edit the film and
1 http://www.funnyordie.com/articles/441adac4c2/brutal-beecher-bogus-baby-bouncer-busted
2 See Appendix A (Beecher Baby Bouncer Script).
3 See Appendix B (Actor Contractual Agreements).
4 See Appendix C (Gilbert Gottfried Contract).
5 See Appendix D (Cast and Crew Call Sheet).
6 See Appendix E (Picture Budget Detail). 4
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orchestrate the soundtrack. Composer Kevin Mathie was contracted to compose original music for the film with four assistant editors to work on the film’s editing.
Obstacles continued to present themselves throughout the creation of the film; some were easy to overcome while some were a bit more challenging and even quite difficult. The editing process proved to be the most difficult and by far the most time consuming aspect. During the editing process, 23 minutes of additional footage were cut and did not make it into the final film. The editing took several months and began with proper scene placement, (putting each frame where they need to be to accurately portray the story in a realistic continuousness motion). After the visual editing aspects were integrated, sound and voice matching began. This process required matching all of the video content with the audio, matching levels, integrating sound effects, cleaning and removing all unnecessary additional sound. Following the audio editing was the color coding, title sequences and opening animation; all of which took seven months to complete. The MPC program provided editing tools and software, editing training and experience which helped accomplish the goals of this project. Casting the film was the least difficult aspect due to the number of willing actors living in Utah. Using additional networking tools learned from the MPC program in conjunction with existing contacts helped to find the right cast and crew to work on the film. By providing actor and crew credit and a copy of the finished film, everyone who participated in the film worked for free with the exception of the two paid professional actors, Gilbert Gottfried and Randall’s honey badger. Receiving in-kind volunteers helped the creation process run faster and more smoothly.
Marketing the Film
Since the arrival of social media sites such as Facebook and Twitter and internet video sharing sites such as YouTube, the number of low-budget films being produced has increased exponentially. These sites were important in the marketing of this project for they provided a free venue where the film could be marketed and the audience quickly targeted. According to the complete dictionary of television and film (1985), independent films fall into the category of an art-film and are not generally displayed in regular movie theaters but at a variety of public and private screenings, film festivals and online venues, (Chuu, Chang, Zaichkowsky, 2009). Though low budget films typically operate on a lower budget than larger studio films, they can potentially have a big pay-off as well because they tend to have fewer costs and royalties associated with them. “While low budgets can be problematic, the pay-off has generally come from an increased freedom from commercial constraints –one of the ‘freedoms’ of the Free Cinema movement, for example – or from state interference,” (Meadows, 2007).
Having a concrete but simple marketing plan for the film was essential. In defining an intended audience, the film was marketed through social media, blogs, print, and radio to 18-35 year olds and parents with small children. An intended audience was later determined by focus groups who later participated in the project (see: Focus Group data and results, section).
Having a basic intended audience helped to market more effectively since different audience groups react differently; “there is the cruder element of political, or religious, or social partisanship, from which none of us is wholly free (Bradford, Accessed 10/19/12). 5
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A press release was written and emailed to all local newspapers, television and radio stations in Utah7. Facebook and Twitter provided prime advertising locations and helped others connect to the film and receive step by step updates. Weber State University’s Signpost news was the first to report the film8. The screenings were also advertised on Weber State’s radio station, KWCR 88.1 FM.
The film project was intended to be an entertaining and comedic-short film production with fictional and situational humor that mocks pop culture and news events; something similar to a film that would be found on collegehumor.com and the Onion News9, both websites where comedic stories, pictures and short films are posted. The film also includes a “moral to the story” moment that intends to instill child-care caution in the audience and bring awareness to the subject. As a comedy, the film relates to a variety of audiences but specifically focuses on people with small children or infants, such as parents, grandparents and other professionals who work with children in one way or another. According to Copple/Smith (2012), defining potential viewers helps market more effectively and makes the audience an increased commodity which sales to the advertisers and to the viewers.
In David Meerman Scott’s example from his book, “The New Rules of Marketing & PR” he cites an example where producers of an award-winning comedy, The Graduates10 (2009) released the film’s music as a free download to further promote their film. Emulating this marketing principle, this project’s soundtrack was also made available as a free download online11 and featured original songs performed by Eyes, Lips, Eyes12 and professional singer and actress, Ginger Bess Simons.
Constructing an intended audience through planned tactics and strategies can increase the potential success of any film. These tactics and strategies include much of the film’s humor and plot which was directed more toward males, 18-35 years old but also extend at a lower percentage to females in the same age demographic (35% female and 65% male). “Discursive construction of an audience as ‘affluencers’ centers around the strategy of featuring prototypic affluencers in programming, a tactic reinforced through cross-promotion efforts, defining the audience as a commodity and in turn selling to the advertisers and viewers, (Copple Smith 2012).
The film was marketed on Facebook13 and its personal website14. Principal marketing included updates for the film, production photos and upcoming screening events. The sites contained players to rent and download the film. Facebook ad manager15, a program within Facebook, allowed the film to focus on audiences with the key demographics most appropriate for the marketing of the film.
7 See Appendix F (News Release).
8 See Appendix G (WSU Signpost News Story).
9 www.theonion.com
10 www.thegraduatesmovie.com/
11 http://smuffking.com/Beecher_Baby_Bouncer.php
12 http://www.eyeslipseyes.com/
13 https://www.facebook.com/BeecherBabyBouncer
14 http://smuffking.com/Beecher_Baby_Bouncer.php
15 https://www.facebook.com/advertising 6
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The film was also marketed by celebrity and animal activist, Randall’s Honey Badger, on his personal website16. Randall, who had a cameo voice appearance in the film, has had more than 85 million views on his own YouTube channel17 and was cast as a marketing strategy to use someone with a present large audience, who would be successful in sharing the film to a large audience through his success on YouTube. A movie trailer18 was created for the film, shared and embedded on multiple Facebook pages, YouTube channels, Twitter feeds and additional blogs19 and websites, all of which lead to additional views. The embedded player on the film’s webpage received the most views (40% of the overall views).
Other merchandise and film memorabilia from the project was also created and sold online20. Special screenings for the film were held at Weber State University’s Wildcat Theater21 and Brewvies Pub and Cinema22. These event showings helped to further promote and market the film through film and raffle ticket sales as well as additional advertising by word of mouth. Raffle prizes consisted of more than 100 items valued more than $2,000 that were donated by business community sponsors. As part of the marketing plan, it was determined that a prize giveaway would entice more people to attend the screenings and participate in the raffle drawing, which according to fundraiser.com23, is one of the most popular and cost effective ways to market and raise money.
Distributing the Film
The marketing of the film was considered successful based on the return of investment received. Using Facebook’s Ad Manager24, an ad was created for the film which received over 30,000 impressions. Impressions are defined as the total number of times the ad has been shown on the website. This means that when a user is using his Facebook profile the ad would appear on the right side of the screen and count as one impression; this happened 31,086 times with this campaign. A social impression is more unique because the ad appears to friends of the target audience and those who have a connection with the Facebook ad page. Friends would see the ad and read, “Jane Doe Likes Beecher Baby Bouncer” and also see the ad on their screens. CTR, also known as click through rate is the number of clicks that an ad receives divided by the number of times the ad is shown, also known as impressions.
Having a high CTR is a good indication that users are finding the ads useful and relevant. It also contributes to the quality score which can affect ad costs and position. The CPM, also known as the cost per thousand impressions averages a cost for every thousand impressions. The ad manager sets the limit on the amount an advertiser is willing to pay. That limit could be a dollar amount or impression figure. CPM is most appropriate for advertisers who want to
16 http://randallshoneybadger.com/beecher-baby-bouncer-the-outrageous-comedy-feat-moi/
17 http://www.youtube.com/user/czg123?feature=watch
18 http://www.youtube.com/watch?v=uuoXyEaIA6s
19 See Chart 1B (Movie Trailer Views).
20 http://www.zazzle.com/beecher_baby_bouncer_t_shirt-235681008936162058
21 http://allevents.in/events/Beecher-Baby-Bouncer-Screening-3/493986377313107
22 http://lostmediaarchive.tumblr.com/post/44048392740/ismn-the-golden-bat-1966-tuesday-feb-26th-10-pm
23 http://www.fundsraiser.com/fundraising-raffles.html
24 https://www.facebook.com/advertising 7
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advertise their brands rather than advertise an individual product. Actions indicate each time someone clicked on the ad in order to read more about it and the “page likes” indicate how many people “liked” the ad.
Statistical information was gathered for this project by coding the Google Analytics script into CMS programming form at smuffking.com to properly track the website traffic. Using this website in conjunction with Facebook, YouTube and Distrify analytics, statistical data was obtained from each of these sites for additional tracking purposes. The collected information provides statistical data that show how many views, impressions or likes have been generated, the average length of each view and the type of device used to view the trailer, film or website.
The data listed below is an advertising report from Facebook. An ad was purchased for $9.49, was seen by 31,086 individuals and was clicked on 5062 times, resulting in 41 pages liked, which is considered a very high success rate. After a short time it was noticed that the sales goals were not being met and the ad was later cancelled to prevent going over budget. Date Range Campaign Impressions Social Impressions Social % Clicks CTR CPC CPM Spent Actions Page Likes Lifetime Beecher Baby Bouncer 31,086 2,016 8.01% 5062 8.016% 11.9 3.31 $9.49 1 41
Film marketing and distribution efforts lead to greater online video, raffle and film screening sales25. The budget for the project was originally set at $700. By the end of the production, the film had gone over budget by $300. After the screening and raffle sales, the project made a profit of $102.00, an 8.2% profit margin. Raffle and movie ticket sales made the most money with $95826. Additional online sales totaled at an approximate $150, generating a 70/30 shared profit margin27 (with distrify.com) with sales anticipated to continue to increase.
The film-industry continues to boom according to scholar Barbara Klinger, (2006) who stated that private and public cinemas will continue to see high returns in sales and distribution as domestic and foreign audiences continue to expand. Future distribution of the film includes the Spanish speaking community both local and abroad as well as Japanese speaking cultures. The film will be professionally edited with translated subtitles for each version.
25 See Table 1A (Project Sales Chart).
26 See Table 3A (Income Generated Chart).
27 http://distrify.com/pricing 8
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Beecher Baby Bouncer with Spanish and Japanese subtitles.
Other planned approaches will be submitting the film to several state and national film festivals in 2013, including the Nevada Film Festival28, the Chicago International Reel Fest Short Film Festival29 and the Zero Film Festival30 in New York. The targeted 18-35 age group market shall continue to gain momentum as this film continues to be seen by more people. Additional views will increase online presence and activity for the film increasing the number of views and potentially expanding the intended marketable target audience.
The typical film festival, in contrast with movie cinema venues like the typical movie theatre, is now a more readily venue where the public can see certain films. According to Lars Gassm “If we want to see certain films today, we rely on film festivals, not television or theatres,” (Gass, 2008). Beecher Baby Bouncer did not render as many sales as previously anticipated; however with more time, it is estimated that sales will continue to increase as more people see it and continue to talk about it. Eventually the film will discontinue being sold online and will be available in high definition online at www.smuffking.com, YouTube, Funnyordie.com and other related websites. The film will be monetized31 on YouTube, paying $1.00 for every 1000 views32 and will continue to render potential profits as it produces high viewing results.
Focus Group data and results
The two screenings were comprised of Weber State University student-based focus groups who shared their opinions and thoughts of the film through surveys, questionnaires33 and brief discussions following the film34. The survey consisted of 58 students and one professor. When asked which sub-category best described the film, 42% stated they believed the film was a satire comedy and 76% found the film to be entertaining. Though three out of four focus group individuals were entertained, the discussions following the screening indicated that it didn’t mean they particularly enjoyed the film. In most cases it was the opposite; 26% stated they didn’t think the movie was good at all, 31% stated they thought the movie was fairly good and
28 http://www.nevadafilmfestival.com/
29 http://www.projectchicago.com/
30 http://www.zerofilmfest.com/
31 http://en.wikipedia.org/wiki/Website_monetization
32 http://support.google.com/youtube/bin/answer.py?hl=en&answer=72903
33 See Exhibit 1 (Beecher Baby Bouncer Survey).
34 See Exhibit 2 (WSU Student Questionnaire & Survey Results). 9
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only 3% stated it was excellent. In contrast, 92% of the students who participated in the survey enjoyed the film’s music soundtrack and many commented that they enjoyed the film’s opening song and animation sequence.
When asked how likely students were to recommend the film to a friend, 54% stated they were not at all likely and 8% stated they would pay to watch this film online. When asked which age group would most likely be interested in viewing this film, 48% of students stated that individuals 18 to 35 years old were the most likely. Additional data received from the survey indicated that 41% of participants were most interested in viewing movies on their home televisions, which coincides with Taloustutkimus who stated, “Television in the traditional sense is still the most important media” (Taloustutkimus, 2011). Other viewers watch films on their laptops and other electronic devices. Following the survey portion of the focus group session, brief discussions were initiated to extract additional qualitative data from group participants.
When asked what students liked least or hated most about the film, the majority overwhelmingly stated they disliked the main character of the film but stated that they really enjoyed the news anchor conducting the interview. Many commented that they thoroughly disliked the storyline and that there wasn’t much depth to any of the film’s characters. Others commented on how they liked the witty lines, silly jokes and originality of the film while others found the film to be “stupid” and found little to no humor whatsoever. A great majority agreed that the film did have a “moral of the story”, that being parents should be careful with whom they entrust their children. Also scoring very high among participants of the survey was the news ticker scroll along the bottom of the screen throughout the interview portions of the film. Other viewers indicated that the film was very well directed and were impressed by the production value and how well the overall project was developed and put together.
Focus groups results indicated that this film would not be financially successful on a long-term basis. Though the film has made a small profit, sales eventually began to plateau. Data collected suggests that the majority of audiences would not spend money to see this film which diminishes the potential for the film’s fiscal viability35. The results also reflected that the film proved to be entertaining in several aspects though not as funny as originally intended.
35 http://www.ventureline.com/accounting-glossary/F/financial-viability-definition/ 10
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Conclusion
Though unforeseen obstacles continued to present themselves throughout the course of the project, eventual resolutions continued to evolve culminating in gained strengths and diminishing weaknesses. From an original idea and with a unique approach the purpose was to create, market, and distribute an original short film. According to Davis et al. (2008) many short film projects are true micro-enterprises that consist of less than four people. This project exceeded these expectations and took several hundred hours, studious leadership and management of nearly 70 individuals, 5 filming locations, 163 props and 27 costumes. Organizational leadership skills and management talents combined with an education gained from the MPC program provided knowledge to help plan and successfully execute the project. Learning how to negotiate with Hollywood agents, formulate specific step-by-step filming schedules and design contractual agreements were additional milestones of achievement during this process. Short films often face a variety of limitations due to budget, notoriety and resources. Like many producers such as Alfred Hitchcock, who produced many of his own films36, this project had only one producer, a Masters of Professional Communication student. Having multiple producers on this project would have increased budgets, resources and overall quality of the film and project. Future films such as this will include additional producing partners, larger budgets, further in-depth audience research, larger and more professional crew members, staff and cast. Future projects will also include feature length as well as short films. Creating a film means something new has been accomplished. Whether a new success or an original failure, great pride can be taken in the production of this project; as Stephen Spielberg stated, “Whether in success or in failure, I'm proud of every single movie I've ever directed”.37 The production process from the beginning to the end required step-by-step management and thorough supervision. Leadership experience has been this project’s biggest reward. Each aspect of the filming process provided an additional layer of continuing education and experience during the project. A valuable lesson was the potential of success that comes from disciplined management and the power of determination. The desire to succeed should overpower all other fears; as Bill Cosby stated38, “In order to succeed, your desire for success should be greater than your fear of failure.” Management skills alone are not enough to make one successful, but the application of those skills to be an inspired leader can make a valued difference. Whether a director or a writer, an actor or a member of the production crew, leadership has been present in this project from beginning to end. Applying those skills to a worthy project or cause and combining passion, hard work, and determination can set the stage for some potentially rewarding results. The End
36 http://en.wikipedia.org/wiki/Alfred_Hitchcock#1940s_films
37 http://www.brainyquote.com/quotes/quotes/s/stevenspie457166.html
38 http://www.brainyquote.com/quotes/authors/b/bill_cosby.html 11
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Appendix
Appendix A (Beecher Baby Bouncer Script- p.12).
Appendix B (Actor Contractual Agreements- p.23).
Appendix C (Gilbert Gottfried Contract- p.24).
Appendix D (Cast and Crew Call Sheet-p.25).
Appendix E (Picture Budget Detail-p.28).
Appendix F (News Release-p.29).
Appendix G (WSU Signpost News Story-p.30).
Chart 1B (Movie Trailer Views- p.32).
Table 1A (Project Sales Chart-p.32).
Table 3A (Income Generated Chart- p.33).
Exhibit 1 (Beecher Baby Bouncer Survey-p.35).
Exhibit 2 (WSU Student Questionnaire & Survey Results- p.37).
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APPENDIX A
Beecher Baby Bouncer
By
Derrick Dean
Cast Spot..............................................Justin Beecher Angela Augers,Baby’s mother.......................Jessica Pearce Brian,Baby’s Father...................................Dave Clegg Baby Mickey.........................................Miles Strank Detective Grudgers.................................Blair Sterret Officer Billiard...................................Kyle Hilliard Officer Drexby......................................Ryan Paskins News Reporter........................................ Cate Allen Woman 1....................................Elizabeth Summerhayes Man 1............................................Dan Fredrickson
Camera Man..........................................Steve Hansen Female Passerby.................................Jessica Peterson Joe King...........................................Joseph Batzel Howard Featherstone............................Gilbert Gottfried
Freddy Lindquist.........................................Randall CREW Director............................................Derrick Dean Writer..............................................Derrick Dean Producer............................................Derrick Dean AD....................................................Lee Fobert Sound.................................................Matt Adler Makeup.............................................Aspen McKenna Craft Services........................................Mandy Dean Equipment Manager...................................Steve Berlin Key Grip............................................Ryan Paskins Director of Photography..............................Chris Adler Costumes..............Hale Center Theatre Costume & Prop Rentals Props Manager.......................................Derrick Dean
Prop Assistants.......................................Jill Daily
Geoff Brediger
Mitch Zundel
Boom Mic. Operator....................................Matt Adler Photographer.........................................Gwen Beddes Hair Stylist.......................................Ashley Hansen Communication Advisor.................................Ty Sanders Communication Director.............................Kathy Edwards Set Designer..........................................Mandy Dean 13
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Police Vehicle and Equipment...........................Jim Platt Editor..............................................Derrick Dean Assistant Editor..................................Justin Beecher Story Consultant....................................Justin Riley Music by............................................Kevin Mathie Additional Music by.............................Eyes, Lips, Eyes
Executive Director Sag................................Don Livesy Studio Manager........................................Brian Lamb
Studio Coordinator....................................Janna Hull
Studio Supervisor.....................................Drew Tyler
Financial contributors
Joshua Earnshaw
Jerry Dean
Renee Taylor
Special Thanks to
Joshua Earnshaw, Jerry Dean, the Falls at Hunters Pointe, Hale Center Theatre Costume and Prop Rentals, Weber State University, Jill Daley, Geoff Brediger, Mitch Zundel, Utah Film Commission
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Beecher Baby Bouncer (Script)
By Derrick Dean
(Fade-in with news graphics after Credits)
ANNOUNCER
From New York City, it’s the
Nightly Streak, Live with Joe King!
FADE IN-
INT- News Studio Joe, a 60 Minutes or Larry King-type interviewer is seated with protagonist, Justin Beecher, who is taking part in the interview.
Joe (To Camera-NYC Background)
He is said to be one of the vilest in babysitting and he does nothing to dispel that belief. His name is Justin Beecher, a name that strikes terror in some, loathing in others and transforms quiet nights of babysitting into chaotic encounters of spine-chilling terror. It should also be said that he commands a high level of friends and admirers. He was the inspiration for such films and novels as Operation Baby Bouncer and Flying Kittens with Dirty Souls. Beecher has been arrested several times in connection with a slew of fake baby droppings. He’ll post an internet ad for babysitter services and then charm his way into the family’s home where he nefariously mimics Michael Jackson by holding small infants over balcony ledges, causing hysteria below. I met with the Beecher to get his side of the story. (Interview Joe’s Questions) JOE Walk us through what goes on here… You post these ads on internet for babysitting services and then you hold them over balconies? SPOT I use social media, blogs, and websites I’ve created to really make myself look good, (laugh) and people fall for it all the time. There are parents out there who at the last minute say, “oh no, I forgot to get a babysitter. Let me hop online real quick and 15
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find one.” Well, obviously that is just practicing poor parenting, and I guess I’m just their “punisher” if you will.
JOE You gain the parent’s trust and then you exploit their children for your own personal retribution?
SPOT I get a lot of personal satisfaction, but it goes deeper than that. (ad lib)
JOE A lot of people say you do this to mimic the Michael Jackson incident where he dangled his child over the hotel balcony, any relation?
SPOT Maybe on my mother’s side, (laugh). No, but seriously, the man was a genius. I do get a lot of my material from him, his “what’s new pussycat?” song was number one for I don’t know how long.
JOE I meant any relation to the incident, not the man and I believe that was actually Tom Jones who sang “what’s new pussycat?”
SPOT No, but we’ll just have to agree to disagree.
JOE You’ve been arrested several times for this; you’re facing some serious charges here. How can you keep doing this? Are you not worried you’ll end up in prison?
SPOT (AD LIB) Additional ad-lib continues between Joe and Spot with questions and answers. FADE OUT:
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FADE IN: INT. Apartment - Day We PAN across the living room, we see a baby playing on the floor or lying down. We see Spot walk up to a display in the living room with block letters that spell “FAMILY”, spot snickers and changes the blocks to say “My Fail” and giggles at his own practical joke. Spot then spots a pair of keys, puts them in the freezer and again laughs at his own joke. Suddenly we hear Angela walking down the hall with her husband and spot hurries over to the baby.
SPOT
(Amused/To self) Ha, ha, what a dump...
ANGELA
I can’t thank you enough for babysitting for
us tonight. We were lucky to find a babysitter
on such short notice; thank heavens for the Internet,
right? You’re saving us a lot of trouble.
SPOT Oh, I’m all about trouble, or saving
people from it.(As a stupid joke).
(Angela walks and checks on the baby, grabs her purse and heads for the door dressed for a night out).
BRIAN
Yes Spot,from what I read online, you’re
really one hell of a guy! I read a lot of
good things about you!
Spot All lies, I’m sure. (The three share a quick hardly loud laugh and then a short awkward moment). 17
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BRIAN (Somewhat concerned) Seriously, all lies? ANGELA (Rolls eyes/smiles) Everything you need is in this diaper bag. (Giving Spot D.B.)
SPOT
Including sleeping pills and laxatives?
Ha ha, but seriously, I love to babysit.
So, go! I’ve got a lot of damage to do.
(Laughter and smiles of appreciation)
BRIAN
Have you seen my keys?
(shakes head) ANGELA
Spot, you’re the best. Call us if you
need anything.
SPOT
(Mockingly) If ya need anything.
Have fun kids!
(They laugh at his charm as they leave. Spot shuts and locks the door behind her as he chuckles with excitement, (looks at baby).
SPOT
Showtime!
Spot turns on some music and heads to a nearby duffel bag which he unzips and pulls out a small life-like baby doll, (ad-libs small conversation with baby doll), very close to the size of the infant, he sets it on the table along with an identical pair of clothes for the infant, which he also sets onto the table along with a small video camera. Spot changes the infant into the matching clothes. Spot takes a bite of a sandwich, opens the fridge and takes a container of breast milk, labeled “Mikey’s Breast Milk” out, 18
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opens it and ready to drinks, drinks and instantly gags.
SPOT
Ew, this milk is nasty!!!
Probably expired too!
(He chugs down the milk and shutters. Additional ad-lib). Spot giggles with excitement yet again as he picks up the small infant and briefly plays with him, dancing about the room. He walks out onto the balcony with the baby and looks down below. SPOT’S POV We see a fairly busy street below, cars are driving by, people Are walking their pets etc. etc. SPOT Oh yeah! This will do rather nicely. Spot sees a couple walking down the street, snickers and yells to them.
SPOT
(Aussie accent) Hey! Hey, is this your baby? Spot dangles the real baby over the edge of the balcony acting like he Is going to drop him.
SPOT
Oooh hoo, he’s a slippery fella
that was a close one...
MAN 1 Who is that idiot!?
WOMAN 1
He’s that lunatic who dangles babies
and small kittens from balconies!
Come on, let’s call the police!
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Minutes go by and Spot now has a small gathering of on-lookers, a detective and some Police as he continues to taunt the crowd, making mockingly crude “whistle”, “dropping” and “splat” sounds. Detective Grudgers is arriving on scene getting situated; a news reporter and camera man are arriving, preparing to speak with the detective on camera; Spot mocks the crowd, detective and reporter and waves the baby’s hand to the cameras. NEWS REPORTER I’m here with Detective Grudgers on quite
a disturbing scene where 28-year-old, Justin Spot Beecher continues to taunt police and spectators
with apparent threats of baby droppings.
What’s your plan detective?
DETECTIVE GRUDGERS
I’ll be arresting the Beecher momentarily,
that’s my plan (snidely).
I’ve got you now, you baby bouncing buffoon!
(to himself)
NEWS REPORTER
As you can see, this crazed man who goes by
the clever alias, “Spot”, continues to taunt
the crowd. Let’s get a closer look!
(The Baby’s parent’s appear on scene, run to the detective).
ANGELA
That’s our child and our babysitter!
What is going on here?
DETECTIVE GRUDGERS
You can’t go up there Ma’am. You have
a crazed lunatic for a babysitter.
(to Reporter)
This Beecher guy regularly babysits for people
and then holds their infants over the
balcony until large crowds and police
gather to watch.
Spot waves baby to the crowd while making gleeful sounds. 20
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DETECTIVE GRUDGERS (CONT.) Then he secretly exchanges the infant
with a life size doll and appears to
accidentally drop them. I’ve been on
this guy’s dirty trail for months.
Spot sneaks off camera and quickly returns with what looks Like the baby he’s been holding the entire time, wrapped in a blanket. He holds the baby over the balcony as he continues to mock the crowd with ad-libs and mockeries.
WOMAN #1
That’s horrible! He ought to be
ashamed of himself!
SPOT
I’m a Michael Jackson!
(Laughs hysterically ad-lib actions/talking). (Suddenly, Spot drops the stunt-baby as though it were accidental). The crowd screams,the Police officer and parents start to move forward, the detective stops him.
DETECTIVE GRUDGERS
Don’t be fooled! This is part of his routine!
After he drops the fake baby he leans over the
balcony and weeps hysterically. That’s bad
balcony behavior if you ask me!
The crowd screams. Spot leans over the balcony and weeps hysterically. 21
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(In conjunction with ad-libbing)
My baby, no! I didn’t mean to drop
Him. I was just playing around.
(Looks down at the dropped doll and continues to weep hysterically). Shots of the crowd, screaming, displaying their anger towards Spot, some women crying, men shaking their heads in disgust, police standing by. A man rushes to the doll to investigate.
DETECTIVE GRUDGERS
(Cont.)
He continues to cry until the
crowd realizes they’ve been fooled.
MAN #1
It’s a fake! It’s only a doll!
Spot jumps to his feet, points and mocks the crowd with his cruel laughter, “no no, my baby.” (Continued ad-lib)He laughs.
DETECTIVE GRUDGERS
Beecher began holding babies over the
edge of hotels and apartment balconies
in honor of the late Michael Jackson.
He’s a big fan. Let’s get him!
(We see police pull Spot from the balcony as they arrest him, he laughs. We see a concerned Angela picking up her baby and cradling him along with the very angry father. The detective and Police are escorting Spot to the police car.
ANGELA
(To husband) Apparently this is the seventh time
Beecher has done this. Police are furious
because he always manages to escape.
NEWS REPORTER
Police are now taking this monster
Justin Spot Beecher into custody after
a four-hour baby stand-off.
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SPOT
(Interrupts) Eh-hem, alleged monster!
DETECTIVE GRUDGERS
(Pulls Spot off camera)
We’ve given him the nickname Brutal
Beecher Baby Bouncer; try saying that
10 times fast! You’re one sick monkey
Beecher!
SPOT
(Sarcastically)Yeah, But I’m innocent! (giggles)
We see detective Grudgers and police walking an enthusiastic Spot down the sidewalk and into a police car. The news reporter and crowd watch as the car slowly drives off and camera zooms in to see Spot has slipped one hand out of the handcuffs and is waving to the crowd as the police car cruises off.
(After Credits, we see a hand knocking on a door, the door opens, we see the rear view of a lady, standing in the doorway, spot looks up and smiles.) SPOT Hi, I’m here to babysit. Mom #2
I’ve been waiting for you all day.
SPOT
Sorry I’m late, I was a little cuffed.
ROLL CREDITS
The End.
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APPENDIX B
TALENT RELEASE FORM
I hereby assign the rights to the video recording(s), audio recording(s), motion picture filming, photograph(s) made of me this date, July 15, 2012, by Smuffking Productions here after referred to as the recorders/cinematographer/photographer/filmmaker.
And I hereby authorize the editing, re-recording, duplication, reproduction, copyright, sale, exhibition, broadcast and/or distribution of said recording(s), film (s), photograph(s) for the purpose of production for Beecher Baby Bouncer (working title).
I hereby waive any right to inspect or approve the finished video recording(s), audio recording(s), film(s), soundtrack(s), photograph(s), or printed matter that may be used in conjunction therewith or to the eventual use that it might be applied.
I understand that participation in this project is voluntary and that I may at anytime discontinue my involvement.
My name and participation may be kept confidential and not associated in any way with the finished recording(s), film(s), photograph(s), or printed material(s) if I so choose.
Check here if you wish to remain anonymous _____
I am compensated as follows:
Copy of finished film and credit
I have read the foregoing release, authorization and agreement, before affixing my signature below and warrant that I fully understand the contents thereof.
_________________________________________
Signature
_________________________________________
Role and Name as you wish it to appear in credits
_____________________
Date 24
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APPENDIX C
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Appendix D
Call Sheet
Location 11251, South
State Street, Sandy, (#D302)
Production:
Beecher Baby Bouncer
Shooting Day:
Sunday
Producer/PM:
Derrick Dean
Date:
15-Jul
Director:
Derrick Dean
Crew Call:
8:00 a.m.
Asst. Director:
Lee Fobert
Cast Call:
8:30 a.m.
SET SCENES PAGES CAST NOS. LOCATION
East Side Building D- on grass
Ground/balc.
p4-8
ALL
11251, south state, sandy d302
Interior Shots
Apartment
p2-4
Spot, Jessica, Dave
Same-
Miles
NO. CAST MEMBER Role MAKE-UP SET CALL REMARKS
Spot
Beecher
Y
8:30
Dave Clegg
Brian (Father)
Y
8:30
Jessica Pearce
Angela (Mother)
Y
8:30
Blair Sterret
Detective
Y
8:30
Cate Allen
Reporter
Y
8:30
Ryan Paskins
Police Officer
Y
8:30
Kyle Hilliard
Police Officer
y
8:30
Steve Hansen
Cameraman
y
8:30
Dan Fredrickson
Man 1
y
8:30
Elizabeth Hales
Woman 1
y
8:30
ATMOSPHERE & STANDINS PROPS SPECIAL INSTRUCTIONS
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(Below: An actual time sheet for cast and crew of the short film on day #1 of shooting).
Location
Cast members
CU
WIDE
MEDIUM
ACTION/Dialogue
APT Interior
Dining S x x x Family Blocks
Kitchen
s
x
x
x
Keys in freezer
S
x
freezer reaction
S
x
x
opens fridge/sand
s
x
x
eats/drinks Hallway S, A, B x (s) x x "dump"/enter A+B S,A, B x (s) (B) x x1 x2 "read good things" S, A x (S) (A) x "Diaper bag/Laxatives"
Living
x (S)
x
x (a+b)
"all laugh"/A+B exit
x
x
"empty duffle bag"
S, M
x
x
x
Playing with infant Doorway x(S) x x A+B Exit, "ShowTime"
EXTERIOR
Balcony (Balcony)
S
x
x
"oh yeah..nicely"
We will be shooting regardless of
Weather conditions, come prepared.
OTHER CALL TIMES:
VEHICLES & OTHER:
Director
Derrick Dean
Camera
Chris Adler
Jim Platt-
First A.D.
Lee Fobert
Sound
Matt Adler
Police Car
Still Photographer
Gwenda Beddes
Grips
Ryan Paskins
Prod. Asst.
Craft Services
Mandy Dean
Hair
Ashley Hansen
Make-up
Aspen Mckenna
Dir. of Photo
Chris Adler
Wardrobe
Cast
CHANGES AND OTHER INFO:
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s
x
x
"splat, whistle, mock"
s
x
x
"splat, whistle, mock"
S, M
x
x
x
"say hi, police"
S,M
x
x
x
in stunt baby, out real
S, cops, M
x
x
x
Spot being arrested ladder-balcony S, M x x "is this your baby?" S, Stunt x x "I'm MJ", drop baby, weep
Balcony to Ground
M1/W1
x
x
x
m1 + w1 passing by
All
x
Crowd reactions
Ground to Balcony
S,M, 1 & 2
x
x
"idiot", "call police" Ground cops, news, ppl x x Various News, Cops x x x "here w/detective" News, Cops x (detective) x x "arresting momentarily" Detective x "all lines" reporter x x x "as you can see" cops, A.+ B x x x "my baby", "?", "crazy" w1 x "That's Horrible" all x x x Shocked crowd M1 x x x "it's a fake" cops,news, S x x x "police arresting S" cop, car, S x x x "I'm innocent" News, Cops x x "nickname, bbb, 10" Cops, S x x x cops + S to cop car car, S x x x cop car drive off, spot cuff All x x car drive off
28
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Appendix E
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Appendix F
NEWS RELEASE
FOR IMMEDIATE RELEASE
Thursday, January 10, 2013
Celebrities Join Utah Film Maker Student in Master’s Thesis Short Film Project
A Weber State University student has signed on the help of comedians and celebrities Gilbert Gottfried and YouTube sensation Randall to help complete a short film for his final project in the Master of Professional Communication program.
Gottfried has appeared in several motion pictures and television shows, and is best known for his role in Disney’s “Aladdin” as the voice of the villainous parrot, Iago. Randall is best known as the Honey badger guy from his very popular YouTube videos; he has more than 78 million views on YouTube and has also appeared on America’s Got Talent.
Including the two biggest stars, WSU student and film maker, Derrick Dean, brought together more than 50 individuals for the production, including actors, crew and post-production local artists such as award-winning composer Kevin Mathie (Ogden) and singer Ginger Bess Simons (Ogden).
The many local actors include Blair Sterrett (Ogden), Cate Allen (SLC), Justin Beecher (Ogden), Ryan Paskins (Ogden), Dave Clegg (Ogden), Jessica Pearce (Farmington), Dan Frederickson (Murray), Elizabeth Summerhays Hale (Tooele), Joseph Batzel (Brigham City), Mark Dietlein (Salt Lake City) and Angie Winegar (Farmington).
The 20-minute short is a comedy called “Beecher Baby Bouncer”. It follows the story of a lunatic babysitter who thinks it’s funny to scare the public with “fake baby dropping” over the balcony.
Derrick is among the first graduating class of students in the newly Master of Professional Communication at Weber State.
Two screenings have been set at WSU’s Shepherd Union Wildcat Theater Monday, Feb. 11 and Wednesday, Feb. 20 at 7:30 p.m. Raffle tickets for door prizes will be given; admission is $3. The film will also be available online in late February at: http://www.smuffking.com/Beecher_Baby_Bouncer.php
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Appendix G
Grad student creates film for thesis January 17, 2013 | Filed under: A & E,General,Movies,News | Posted by: Laurie Reiner
Derrick Dean, a Weber State University graduate student, is doing a thesis project unlike any other in his department. He wrote, directed and produced a short film called “Beecher Baby Bouncer.”
Dean is the only student in the Master of Professional Communication program who is creating a film for his thesis project. Students have the option to either write a paper about 60 pages long or do a project. Dean’s project was to make, market, and distribute a film.
“It’s something I could get out there to a lot of people,” Dean said. “It’s a great way to share your message in various mediums, and I would be able to incorporate everything I learned in a fun way.”
Dean said the film is about a 30-year-old man who babysits for people and likes to cause chaos. One of the things he does while babysitting is hold babies and kittens over balconies and wait for the police to show up. The movie is about 20 minutes long.
“The moral is basically getting people to learn that they should be more careful with who they trust their children with,” Dean said. “You get a moral, a message, with a couple of good laughs as well.”
Dean said he first got the idea for the film when he saw a picture of his friend playing in the park with his child. Dean said it was around the time when Michael Jackson held his child over his balcony, so Dean Photoshopped the picture to make it look like his friend was holding his child over a balcony. He posted the photo on a humor website and, when it received positive feedback, he decided he wanted to make a movie based on that concept.
The film features actor Gilbert Gottfried and YouTube celebrity Randall. 31
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“I got in touch with their agent and figured it would be a great way to market the video,” Dean said.
The other actors in the film are local actors. Dean said he know a lot of actors because he performs in plays. He said the project cost about $700 or $800 because of the equipment he had to rent, but most of his actors worked for free.
One of the people he worked with was Kevin Mathie, a WSU graduate, who did the music for the film.
Mathie said he met Dean a few years ago while they were both working on a play.
“I don’t think he realized I had the gear,” Mathie said. “I’ve known him for a while.”
Mathie did both the background music for the film and worked on an original song for the film. Dean wrote the lyrics for the song and Mathie wrote the music, and they hired a singer to do the vocals.
Randall, best known for his honey badger video on YouTube, was also part of the film. He played an angry caller who complains about the main character.
“It was really funny and I was really happy to be a part of it,” Randall said. “I think big things are going to come from this guy.”
Randall said he often works in small films and prefers them because it works well with his busy schedule.
“It’s a pleasure to be in some of the smaller films,” he said. “It all depends if I believe in the project and what it is trying to say.”
Dean plans on graduating at the end of spring semester, and said he wants to pursue a career in film once he is out of school.
While working on the film, Dean met with his professors on a regular basis to discuss the project. He said his professors think it is a great idea and have given him a lot of support. 32
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“Beecher Baby Bouncer” will be screened Feb. 11 and 20 in the WSU Wildcat Theater at 7:30 pm. There will be door prizes and a raffle. It costs $3 per person for admission. After the viewings, the movie will be available online to rent or buy on places like Amazon or Dean’s website, Smuffking.com.
Chart 1B (Movie Trailer Views Chart)
(Chart 1B. Movie Trailer Views)
Traffic Referral Data for trailer and film views.
Table 1A (Project Sales Chart)
(Table 1A. Project Sales Chart)
29.50%
40.00%
28.10%
2.40%
Top playback locations
Mobile Device
Embedded
Player on
Website
YouTube
watch page
YouTube
channel page
73.80%
14.80%
11.40%
Traffic Referrals
Mobile apps
and direct
traffic
View referrals
from
YouTube
View referrals
from outside
YouTube
Budget
Earnings
Profit
Spent
$0
$200
$400
$600
$800
$1,000
$1,200
$1,000
$1,102
$102
$1,000
Screening ticket and raffle sales and
online movie sales
Sales33
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Table 3A- (Income Generated Chart)
Representing earnings, project budget and profit from online, movie and raffle screening sales.
Distrify Statistical Report for Beecher Baby Bouncer
Source
Player load
Preview
Total purchase
Load Conv.
Distrify Direct or Facebook App
74
29
6
22%
smuffking.com
364
353
196
55%
app6.websitetonight.com
23
19
5
26%
Randallshoneybadger.com
34
17
ashleyjillandsteve.blogspot.com
11
1
Total
506
419
207
51.6%
Source
Player load
Preview
Total Purchase
Load Conversion Rate.
United States
502
415
207
51.6%
Canada
2
2
0
0
Chile
2
2
0
0
Austrailia
2
2
0
0
Costa Rica
1
1
0
0
United Kingdom
2
2
0
0
Finland
2
2
0
0
Total
468
408
207
51.6%
YouTube Statistical Report for Beecher Baby Bouncer
Views
Views
Estimated Minutes Watched
Total Purchase
Load Conversion Rate.
Monetizable Views
159
120
Embedded Player on sites
49 (40.2%)
45 (40.1%)
YouTube watch Page
42 (34.4%)
34 (30.1%)
Mobile devices
31 (25.4%)
35 (31.1%)
Traffic Source
Views
Estimated Minutes Watched
Embedded Player
49 (40.2%)
45 (40.1%)
Mobile apps and direct traffic
39 (32.0%)
40 (35.6%)
External Website
18 (14.8%)
16 (14.0%)
YouTube Search
9 (7.4%)
8 (7.1%)
YouTube- Other features
5 (4.1%)
2 (2.4%)
34
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(Table 2A.Distrify Statistical Report)
(Income Generated Report).
Budget
Earnings
Profit
Spent
$0
$200
$400
$600
$800
$1,000
$1,200
$1,000
$1,102
$102
$1,000
Screening ticket and raffle sales and
online movie sales
Sales
YouTube channel page
1 (0.8%)
0 (0.4%)
YouTube suggested video
1 (0.8%)
1 (1.1%)
Table 3A Source Ticket Sales Raffle Sales Online Sales
Screening Sales Income Totals
Currency
USD
USD
USD
Dollars
$524
$434
$144
Total in USD
Total $1102
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Exhibit 1 (BBB Film Survey)
BEECHER BABY BOUNCER (FILM SURVEY) 1. Overall, how would you rate this movie?
Excellent
Very good
Fairly good
Mildly good
Not good at all
2. How likely are you to recommend this movie to a friend?
How likely are you to recommend the endurance event to a friend? Extremely likely
Very likely
Moderately likely
Slightly likely
Not at all likely
3. What did you like about the movie? 4. What did you dislike about the movie? 5. Do you watch movies online?
Yes
No
6. Would you pay $0.99 to watch this movie online?
Yes
No
7. Was this movie entertaining?
Yes
No
8. Which age group would be most interested in this movie?
Children (0-12)
Young Adults (12-18)
Adults (18-35)
Adults (35+)
9. Are you male or female? 36
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Male
Female
Unsure
10. Which sub-category would best define this movie?
Dark Comedy
Satire Comedy
Slapstick Comedy
Screwball comedy
11. Did you enjoy this film’s soundtrack?
Yes
No
12. Which film genres do you enjoy most?
Action
Drama
Comedy
Horror
Western
Sci-Fi
Documentary 13. Which of the following video formats do you prefer? (Check all that apply).
Smart Phone
Laptop/PC
IPAD/E-Reader
TV
Theater Screen
14. How often would you watch movies online?
Regularly
Sometimes
Never
14. Which best describes your age group?
18-21
21-25
25-29
30-35
36-45
45+
15.
Please note any additional comments you have about the movie.
37
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Exhibit 2 (WSU Questionnaire & Survey)
2.00%
42.10%
19.20%
36.70%
Which sub-category best describes this film?
Dark Comedy
Satire Comedy
Slapstick
Comedy
Screwball
Comedy
9.20%
21.00%
6.40%
41.30%
22.10%
Which video format do you prefer?
Smart Phone
Laptop/PC
IPAD/IPOD
TV
73.50%
26.50%
Do you watch movies online?
Yes
No
92.80%
7.20%
Did you enjoy the film's soundtrack?
Yes
No
72.70%
27.30%
Was this movie entertaining?
Yes
No
3.20%
9.30%
31.30%
29.50%
26.70%
0
How do you rate this film?
Excellent
Very Good
Fairly Good
Mildly Good
Not Good at all
4.40%
14.40%
27%
54.20%
How likely are you to recommend film to a friend?
Extremely
Moderately
Slightly
Not at all
8.50%
91.50%
Would you pay $0.99 to watch this movie online?
Yes
No
2%
37%
48%
13%
Which age group would be most interested in this film? (Check all that apply).
Children
(0-12)
Young
Adults
(12-18)
Adults
(18-35)
Adults
(35+)38
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Derrick Dean Project | Weber State University | Masters of Professional Communication
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John Wiley & Sons, Inc. 2010.
Woody Allen in Tirard, op. oit. p.39.
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